Added value of cultural "gold mine"

In recent days, Vietnam’s cultural and artistic life has been more vibrant than ever. Political art programs, which were thought to have difficulty attracting viewers, are “selling out”.

The National Achievements Exhibition celebrating National Day attracted more than 4 million viewers in 6 days. At the box office, the movie Red Rain caused a stir, from achieving the highest revenue, over 50 billion VND in one day to the possibility of definitely becoming the highest-grossing Vietnamese film in history (over 550 billion VND).

These impressive figures are not only unprecedented records, but also vivid evidence that the Vietnamese cultural industry is transforming strongly, the first "ore seams" of the "gold mine" have been revealed. The question now is, what will we do with that "gold mine"? Can it be exploited sustainably with a long-term vision or just stop at short-term explosions? To find the answer, we should look at our internal strengths. Vietnam has long possessed a rich cultural treasure spanning thousands of years, from diverse tangible and intangible heritages such as ca tru, quan ho, gongs, vi dam, cai luong... to traditional craft villages. This is the foundation for creating countless new works and products, modern but imbued with national identity. Along with that, Vietnam also has a great strength in the structure of a young population, who love experiences, crave new things and are sensitive to global trends. They have contributed to creating a large market, ready to receive and support quality cultural products.

When Red Rain moved audiences to tears, tens of thousands of young people sang songs about the Fatherland in the stadium, or when millions of people flocked to visit exhibitions... these were not simply entertainment events, but proof that culture is becoming a bridge, helping to shape an image of a confident, creative and proud Vietnam.

However, for the cultural industry to truly develop sustainably, we need a strategic transformation. This requires three main pillars: professionalism in production and management, flexible policy mechanisms and high-quality human resources. A blockbuster film cannot rely solely on a good script, but needs investment in technology, special effects, marketing and audience services. However, if procedures are still cumbersome and management is still rigid, creativity will be stifled. We need to pay attention to developing a generation of artists, filmmakers and cultural managers who meet international standards but still maintain national identity, because without high-quality human resources, this industry will find it difficult to go the long way.

The longer-term vision is to build a comprehensive ecosystem. Each cultural product should not only stop at the stage or cinema, but must be connected with tourism, education, media and technology to create long-term value. This is the successful model of Korea, Japan, China... when they turn music , movies, even cuisine into products that can generate profits many times - something we have not been able to do. We can cite the Red Rain studio as an unfortunate example, when this place could have become a tourist destination, a historical education center and continued to create value, but it was dismantled. A cultural milestone that was erased not only leaves regret but also is a valuable reminder of the long-term vision, of cultural "gold mines" that will soon be exhausted, if only exploited in the short term.

This is a valuable time for us to build a complete strategic vision: considering culture as a key industry, investing systematically, preserving and nurturing products as national assets. When creativity is encouraged and identity is preserved, the cultural “gold mine” can bring economic benefits, promote spiritual strength and affirm the country’s position in the international arena.

MAI AN

Source: https://www.sggp.org.vn/gia-tri-gia-tang-cua-mo-vang-van-hoa-post811939.html